Home care is one of the care alternatives that can be developed in the future
as the effort to give the holistic care on the patient. Home care RSAI intends
to be developed as the superior product. Strategy that can be used to devel-
oped RSAI HC is STP (Segmenting, Targeting, and Positioning Strategy).
This research uses demographic, geographic, and psycographyc factor seg-
mentation on the customer and RSAI HC potential market. Those segmen-
tation result is determined as the data target market determination, and
there is market positioning determination.
This research design is qualitative that supported by quantitative. Analytical
descriptive uses primary data on 100 potential market respondent and also
interview with sources of hospital and patient. It also completed by secon-
dary data which came from RSAI, RSAI HC, Dinkes Kota Bandung, BPPS Kota
Bandung, and the other relative institutions.
Segmentation that being delivered majorly by RSAI HC customers who are
more than 60 years old; male; housewife; more than 1-2,5 million rupiahs
revenue; moslem; coming from Kecamatan Margacinta; occupying VIP room;
having good perception on HC services and also on friendly, polite and com-
petent nurses; getting clear information and useful HC services; paying HC
cost by themselves; choosing HC services; time and cost saving; not being
difficult to go to the hospital; want good services and reached cost.
The potential market segmentation are more than 60 years old; female; high
school education level; housewife; more than 1-2,5 million rupiahs revenue;
moslem; coming from Kecamatan Margacinta; occupying second class room;
coming by themselves; paying by themselevs; need for HC; agree with HC
advantages; choosing HC and want good HC services.
Segmenattion produces patients who are more than 60 years old; coming
from middle up level; having degenerative illness; moslem; coming from East
Bandung, and want good care. The market target pattern that determined
through CDMG with the marketing division is Selective Specialization Pat-
tern. The positioning that being produced as the position is “Islamic Home
Care Service”.